The $6 billion body care and deodorant market has shown fairly stable growth in recent years. Near universal routine usage of deodorant and body care presents both opportunities and challenges for future growth. Spray formats, natural formulations, and the integration of added benefits have propelled consumer interest in the market. High engagement among women and 18-34-year-olds should continue to underpin the market, while focused outreach to aging Boomers and Hispanics may also build sales.

This report examines the following issues:

Category engagement decreases with age, especially among men

Behaviors and attitudes limit usage, showcase competition with other products

The products covered in this report include deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, and gels, as well as body and foot care products such as lotions, oils, and creams. Hand lotion is included in the market size, but grouped with body lotion in market segmentation, as there are few products that are marketed specifically for hand care.

For the purposes of this report, the body care and deodorant market has been segmented as follows:

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Table of contents

Overview

What you need to know

Definition

Executive Summary

The issues

Category growth is positive, but slow

Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21

Category engagement decreases with age, especially among men

Figure 2: usage of select body care products, by age, March 2016

Behaviors and attitudes limit usage, showcase competition with other products

Figure 3: Select attitudes towards body care, March 2016

The opportunities

Younger adults show strong engagement with new product and formats

Figure 4: Any usage or interest in select product formats (net), by age, March 2016

Blacks and Hispanics are growing demographics, show strong interest in market

Figure 5: Any usage or interest in select product formats (net), by race and Hispanic origin, March 2016

Interest in diverse benefits, shows in-roads for developing products

Figure 6: Body care benefits, March 2016

What it means

The Market – What You Need to Know

Steady growth from 2011-16, projected to continue through 2021

Competition from products in the wider beauty and personal care market

Demographic drivers will shape market through 2021

Interest in natural products to shape market

Market Size and Forecast

Steady demand for deodorants and innovations underpin steady growth

Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21

Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2011-21

Market Breakdown

APDO segment is largest and fastest-growing segment

Figure 9: Total US retail sales of body care and deodorant, by segment, at current prices, 2014 and 2016

Majority of sales come through other retail channels

Figure 10: Total US retail sales of body care and deodorant, by channel, at current prices, 2010-16